Balancing Nostalgia With Novelty in Managing Brand Revivals
Our research addresses how best manager can balance comfort and novelty when harnessing nostalgia to revive old brands. One laboratory study and one empirical study (box-office of film remakes) suggest that comfort matters more than novelty for older rather than newer revivals and consumers experience personal rather than historical nostalgia.
Subimal Chatterjee and M. Deniz Dalman (2015) ,"Balancing Nostalgia With Novelty in Managing Brand Revivals", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 780-780.
Subimal Chatterjee, School of Management, Binghamton University, USA
M. Deniz Dalman, Graduate School of Management, Saint Petersburg State University, Russia
NA - Advances in Consumer Research Volume 43 | 2015
L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation
Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria
R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Kimberley Mosher Preiksaitis, Siena College
D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators
Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院